IMMERSIVE DIGITAL ENVIRONMENT AS A FACTOR IN ENHANCING THE COMPETITIVENESS OF MODERN UNIVERSITIES
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The article analyzes immersive digital environments as a factor in enhancing the competitiveness of universities in the context of the digitalization of education. It shows that VR/AR/MR technologies and interactive digital ecosystems contribute to the updating of learning models, the formation of immersive experiences, and the strengthening of communication with stakeholders. The potential of such platforms in creating virtual laboratories, digital twins, and simulators to improve the quality of educational services is identified. Key risks have been outlined: cybersecurity, poor-quality content, low digital literacy among staff, and technical limitations. It was concluded that the benefits of integrating such environments significantly outweigh the potential challenges, and a systematic approach to their implementation ensures sustainable development for universities, enhances their competitive position in the educational market, and facilitates adaptation to the requirements of the digital knowledge economy, opening up new trajectories of innovative development.
